No fewer than 70% of consumers say they want to buy from the “right brand,” according to “The Science of Loyalty,” a new report from Intuit Mailchimp, the email and marketing automation platform with a focus on the SMB market. This reflects “a desire for more conscious decision-making,” Intuit Mailchimp said in a release.
The report is based on a survey of 4,000 consumers in the U.S., Canada, the U.K. and Australia, as well as interviews with marketing experts.
The commitment spectrum. The report underlines that loyalty comes in different shapes and sizes, locating consumers on what Intuit Mailchimp calls “the commitment spectrum.”
Levels on the spectrum include:
Inert. This is the lowest level where purchases are governed by convenience rather than preference.
Habitual loyalty. This is where behavior is governed more by routine than by emotional connections.
Dedicated loyalty. This is where consumer behavior is driven by an emotional investment in the brand itself.
Fandom. At the top level, a strong emotional bond is seen as well as shared values among the brand’s fan community.
Fandom may seem to be the level to aim at, but that misses the point, the report argues. While only 52% of inert customers had a very favorable opinion of their preferred brand, this rises to 84% among fandom purchasers. However, only about 13% of respondents to the survey achieved the fandom level, and brands should not expect to drive the majority of their consumers into fandom. What matters, rather, is to have appropriate strategies to engage consumers at each level.
Why we care. If you’re like us, you’re already mentally thumbing through the brands you buy from regularly and asking yourself whether you do so through long habituation or crazy fandom. We know where purchasers of Taylor Swift’s new album are coming from; but how about repeat purchases of that same mineral water from the nearest supermarket?
Dig deeper: Why we care about loyalty marketing
Loyalty tactics. The report details a number of tactics to develop loyalty among customers. These include:
Building repeat purchases into your customer’s routine.
Removing obstacles that could disrupt customers’ shopping journey. (97% of repeat purchasers said their preferred brand makes it quick and easy to purchase.)
Encouraging a sense of insider status among customers by asking for, and responding to, feedback.
Building emotional connections by aligning with “a cultural niche or value.”
The report is available here (registration required).
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